Brands are clashing for consumer attention. Statista shows that the main aim of content marketing is to establish brand recognition. However, many brands mistakenly flood the market with excessive content lacking value. Given the overwhelming content online, how do you distinguish your content for its excellence and grab public attention?
If you’ve delved into search engine optimization (SEO) for a while, you understand how readers and search engines can be skeptical. Your content needs to absolutely and credibly meet demands to convince them that you are worth their attention. Your content must be genuine, well-researched and grammatically correct. Additionally, it should rely on and link to credible sources.
This blog will explore what content analysis involves, its significance, and how to perform content analysis. It will also touch on how writing for SEO can enhance brand recognition, as well as offer some helpful content writing tips to give your brand an advantage over competitors.
What Does Content Analysis Entail?
Content analysis is the process of evaluating the quality of published content, whether it’s text, video, images, or any other type of content. Furthermore, it helps determine if the established content quality and strategy yield results or if a change of approach is needed.
Through content analysis, you develop a more informed content optimization strategy.
As content “quality” analysis lacks concrete “metrics,” how you approach this process can be subjective based on your business’s audience, content, and objectives.
The Significance Of Assessing Content Quality
However, when we put aside the subjective interpretations of quality for different businesses, we are all held to a universal standard: Google’s E-A-T or Expertise, Authoritativeness, and Trustworthiness. Thus, the value of content analysis comes down to confirming whether the content meets that standard. However, while Google is crucial for potent search engine optimization or SEO copywriting services, remember that effective copywriting entails writing for both SEO and human readers, not an “either/or.”
Google’s E-A-T, encompassing Expertise, Authoritativeness, and Trustworthiness, serves as a quality benchmark where Google evaluates the content author, the content itself, and the website where it is published. The goal is to demonstrate E-A-T to be recognized as “high E-A-T” by Google.
For instance, in online medical advice or information, Google emphasized in its Search Quality Evaluator Guideline that such content should be considered high E-A-T only if created or produced by individuals or organizations with appropriate medical qualifications or accreditation; professionally composed, reviewed, and updated regularly.
How To Execute Content Analysis As Part Of Your Content Optimization Strategy
Your role as a content marketer is to utilize content to promote a brand, product, service, or idea. Now, you might argue that your content is already driving conversions. However, content analysis can potentially double or even triple your content’s performance.
Here are qualitative elements to refer back to for your content analysis.
The content must, first and foremost, provide value to your target audience, addressing user intent. Therefore, when writing for SEO, your content should incorporate statistics, study findings, survey data, and visuals.
Each piece should also serve a purpose, whether it’s to entertain, inform, or promote a product. You should cater to a potential customer’s needs, highlight the product’s features, offer the client options, and persuade them to make a purchase.
Maintaining your content’s readability boosts time spent on a page, a metric valued by Google, making it essential for SEO content writing and landing page optimization. The text must be coherent for thoughts to flow naturally. Here are some content writing tips:
- Keep your paragraphs concise.
- Utilize bulleted or numbered lists.
- Emphasize one strong idea per paragraph.
- Employ headings to segment your content into meaningful sections.
- Format key text and phrases with bold emphasis.
- Avoid convoluted terminology.
- Seamlessly integrate keywords.
Originality holds weight with search engines. While there is often nothing entirely novel, ensure you present information from a fresh perspective. One method is to draw from your own experience when revisiting a familiar concept. When collaborating with an SEO content writing agency, exercise caution with those who merely replicate content from your competitors.
Another approach to fostering originality is by using SEO copywriting services tools like SEMRush or Ahrefs. These tools offer a broader view of a specific topic, presenting pertinent keywords for you to cover.
Verify that the information is precise and up-to-date, relevant to the current context. It’s hardly beneficial for a 2023 article to reference 2010 data unless for comparative purposes. Confirm that all statistics and historical data are accurate by checking names of individuals, dates, and locations. Any conclusive statement or assertion in your piece should be verifiable.
While research from universities and governments is considered reliable, it’s beneficial to identify reputable sources in your industry for SEO content writing. Furthermore, if your content regularly includes contact details such as phone numbers, email addresses, and other points of contact, ensure they are correct. Neglecting this could lead to missed opportunities with potential buyers.
#5 Brand Consistency
When crafting effective copy or designing visuals, maintaining brand consistency is a business competency that keeps messaging and positioning aligned with its principles and the elements that constitute its identity. By doing this while staying “on-brand,” you establish reliability with your audience, cultivating stronger brand recognition.
#6 Content Gap Analysis
Beyond your own content, it’s valuable to understand your competitors’ content optimization strategy. An SEO-focused content writing agency conducts a content gap analysis to pinpoint competitors’ vulnerabilities, which they view as opportunities.
For instance, a content gap analysis might uncover keywords that your competitors rank for but you do not. Following that, you might create fresh content centered around those keywords to boost organic traffic to your website.
#7 Landing Page Optimization
Landing page optimization involves refining each component of your landing page to enhance conversions. So, in addition to your blogs, analyze your landing pages, which often showcase specific products or services you offer, with the goal of converting site visitors or capturing their information. In content marketing services, you link to such pages within your blog to redirect traffic.
In addition to considering your website’s aesthetics and functionalities, take into account keyword usage in this aspect, aiming for long-tail keywords that align with search intent.
While this blog primarily focuses on qualitative metrics, incorporating quantitative metrics can reveal how your content is actually performing. You can utilize Google Analytics to track and measure the following:
- Unique page views
- Average time on page
- Returning visitors
- Average pages per session
- Bounce rate
- Goal conversion rate
This will also allow you to identify your high-converting content.
Enhance Your Content Quality With Leadshouse
To summarize, a content analysis should empower you to determine if your content is easy to read and digest, provides value, and directly addresses your audience’s needs.
However, if you find that you’re falling short, engaging a content writing agency like Leadshouse can make a positive difference.
Leadshouse offers content marketing services that drive high conversions. Our team assists numerous businesses in identifying gaps in their content and industry. We then turn these gaps into opportunities by producing content that squarely targets the underserved market. For rapid content marketing results, we also leverage paid campaigns.
Reach out to our team for a complimentary initial content analysis.